2022 Online Holiday Shopping Results

More Purchaser Shopping for From Indie Bookstores Online

It all started in March of 2020, when bookstore prospects had been locked down in their properties. Bookstores had been closed to in-retailer purchasing, so clients commenced shopping for textbooks on-line in document numbers. It is been 3 decades considering that then, and some suppliers are now reporting that their in-keep income have returned to “normal” pre-COVID levels. If in-shop income at impartial bookstores are again to pre-pandemic stages, what influence has that experienced on their on line profits? 

All through the not long ago concluded 2022 holiday getaway buying time, we noticed that “post-COVID” on-line product sales income (blue graph beneath) for all IndieCommerce (IC) & IndieLite (IL) internet websites had been over 158% greater than pre-COVID 2019 getaway gross sales (orange graph underneath).

Other Essential Overall performance Indicators (KPIs) show that 2022 on the web holiday break product sales have been embraced by independent bookstore shoppers. These contain:

  • The quantity of on the web transactions increased by 145.84% vs the exact two-thirty day period period in 2019.
  • The regular price of an get increased from $49.70 in 2019 to $52.23 for the same holiday getaway buying period of time in 2022.
  • There was also a 159.56% improve in the amount of goods bought in 2022 vs 2019.


Far more Shoppers and Extra Drive to Obtain from Indies On the internet

The KPIs described higher than are excellent — and show that a little something positive is going on. The two significant elements driving these tendencies are (1) the boost in on line consumers, and (2) how motivated those people buyers are to total an on line buy from an independent bookstore’s web-site.

During the modern 2022 holiday procuring season from November 1 to December 31, 2022 (blue graph down below), the share of on the net clients finishing a purchase at an IC or IL web site enhanced from 2.13% in 2019 (orange graph below) to 2.90% in 2022 (blue graph down below). A increased share of on the net prospects accomplished buys than they did in the course of the same period of time in pre-COVID 2019.

Web Targeted visitors Is Up

The amount of online consumers traveling to IC and IL sites during the 2022 holiday break buying period was up 83.48% vs pre-COVID 2019. Down below are the best five channels that drove the the greater part of site visitors into IC and IL internet sites in November and December of 2022. They are stated in descending buy based mostly on the amount of targeted traffic they generated for IC and IL internet sites.

  1. Natural and organic Lookup — An enhance in buyers using search engines such as Google to discover IC and IL web-sites. 2022 referrals (blue graph beneath) were being up↑ 75.18% vs 2019 (orange graph below).


  2. Immediate — Buyers enter a bookstore’s URL or bookmarked web page into their browser and go immediately into a bookstore’s IC or IL web site. These vacation referrals were up↑ 106% in 2022 in comparison to the similar two-month time period 2019.
  3. Referral — Clients on a web page simply click on a link that then refers them to an IC or IL site. These referrals had been up↑ 52.25% in December and November of 2022 vs 2019.
  4. Social Media — Buyers click on links to an IC or IL web site on social media. These holiday referrals had been up↑ in excess of 22.41% in 2022 vs the similar two-month period of time in 2019.
  5. Electronic mail Promoting — Simply click-throughs from Bookstore Electronic mail Marketing were being up 189.15%. Those new e mail-driven buyers purchased additional gifts in November and December of 2022 than they did in 2019.

The Long term of Indie Bookstore E-commerce

On the web targeted visitors and e-commerce income are down from the ridiculously large profits quantities numerous bookstores seasoned in 2020. Which is to be envisioned with the fear of COVID infection waning, people have returned to procuring in bookstores. The expectation was that after shopping in keep returned to regular, on the net gross sales would drop to pre-COVID degrees. Remarkably, that has not happened. In 2022 IndieCommerce web-sites had on line profits of around $42M. That’s a massive jump from $12M in 2019. That averages out to $65K for each retail store in 2022 (with a median of $35K for 650 suppliers) when compared to an ordinary of just $26K per retail store in 2019 (with a median of ~$8K for 502 stores).

The advancement in on line profits for independent bookstores is anything that couple of thought was doable with Amazon’s almost finish dominance of on the web reserve product sales. The ABACUS-21 report identified that 29.6% of reporting shops product sales profits arrived from on-line revenue. In 2018, that percentage was just 1.3%. Which is a massive boost and now represents a major share of indie bookstore yearly profits. 

To get gain of the increasing reputation of procuring with indies on the web, each individual indie bookstore really should have a substantial-good quality web page that is skillfully built, e-commerce enabled, and fits the unique demands of their shop. If you are interested in acquiring out if the new IndieCommerce 2. system would fit the e-commerce desires of your bookstore, we’re in this article to aid. Electronic mail [email protected]